Demo - Choice-based-conjoint Survey

Note

There are two versions of the conjoint survey: “button” and “table”.

This is the “table” version. In this version, the conjoint options are shown in a table.

This is a demo of choice-based-conjoint survey. For this survey, we will ask you about your preferences for different types of apples.

Car Model	Range (miles)	Price ($)
Tesla Model 3	272	38,990
Chevrolet Bolt EV	259	26,500

Consent

This survey is being conducted by students at The George Washing University. We will not be collecting any identifying data, such as your name or address. The whole survey will take approximately 10 to 15 minutes to complete. Your participation is voluntary and you may stop the survey at any time.

If you would like to participate, please answer the following questions:

I am age 18 or older

Yes

No

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I have read and understand the above information

Yes

No

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Favorite Fruit

Do you like fruit?

Yes!

Kind of

No :(

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What is your favorite fruit?

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Screening Questions

For this example, I’m using the response here to screen out respondents - I’m only interested in people who choose “Red”, so if you choose “Blue” you’ll be screened out.

Usually you would not tell respondents ahead of time how they will be screened - I’m just putting an explanation here since this whole survey is for demonstration purposes

Before we go on, please select which color you prefer between these two:

Blue

Red

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Educational Page

Great work!

Now that you’ve shared a bit about yourself, we’d like you to consider a shopping scenario in which you can choose some apples to purchase from a set of apples with different attributes.

Let’s learn about these attributes.

Price

Price refers to the full price you will pay (including taxes) for the apples

Freshness

The freshness of the apple will be presented as one of three different categories:

• Excellent: No bruising or marks.
• Average: One or two light bruises.
• Poor: Multiple bruises and marks.

Type

We will show five different types of apples:

Fuji	Gala	Honeycrisp	Pink Lady	Red Delicious

Choice-based Conjoint (cbc) Practice

We’ll now begin the choice tasks. On the next few pages we will show you three options of apples and we’ll ask you to choose the one you most prefer.

Option:	1	2	3
Price:	$2.00 / lb	$1.50 / lb	$2.00 / lb
Type:	Fuji	Pink Lady	Honeycrisp
Freshness:	Average	Excellent	Poor

If these were your only options, which would you choose?

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Conjoint Question Intro

Great work!

We will now show you 6 sets of choice questions starting on the next page.

Conjoint Question 1 of 6

If these were your only options, which would you choose?

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Conjoint Question 2 of 6

If these were your only options, which would you choose?

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Conjoint Question 3 of 6

If these were your only options, which would you choose?

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Conjoint Question 4 of 6

If these were your only options, which would you choose?

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Conjoint Question 5 of 6

If these were your only options, which would you choose?

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Conjoint Question 6 of 6

If these were your only options, which would you choose?

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Apple Knowledge

Thank you for your feedback! The next section will ask some basic questions about apples.

Please answer to the best of your knowledge.

Please select the type of this apple:

Choose an option... Fuji Gala Honeycrisp Pink Lady Red Delicious

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Please select the type of this apple:

Choose an option... Fuji Gala Honeycrisp Pink Lady Red Delicious

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Demographics Page

Nice job!

We’re almost done! We’d just like to ask just a few more questions about you which we will only use for analyzing our survey data.

(1) In what year were you born?

Choose an option... Prefer not to say 2003 2002 2001 2000 1999 1998 1997 1996 1995 1994 1993 1992 1991 1990 1989 1988 1987 1986 1985 1984 1983 1982 1981 1980 1979 1978 1977 1976 1975 1974 1973 1972 1971 1970 1969 1968 1967 1966 1965 1964 1963 1962 1961 1960 1959 1958 1957 1956 1955 1954 1953 1952 1951 1950 1949 1948 1947 1946 1945 1944 1943 1942 1941 1940 1939 1938 1937 1936 1935 1934 1933 1932 1931 1930 1929 1928 1927 1926 1925 1924 1923 1922 1921 1920

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(2) What is your current gender identity?

Choose an option... Male Female Non-binary Trans male/trans man Trans female/trans woman Prefer not to say

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(3) I identify my race as (select all that apply):

Choose an option... White (Not of Hispanic or Latino origin) African American or Black Asian Hispanic or Latino American Indian or Alaska Native Native Hawaiian or Other Pacific Islander Prefer not to say

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(4) What is the highest degree or level of school you have completed? If currently enrolled, please use the highest degree received.

Choose an option... Less than high school High school Some college Associate's degree Bachelor's degree Master's degree Doctoral degree Prefer not to say

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(5) What is your annual household income (from all sources) before taxes and other deductions from pay?

Choose an option... Less than $10,000 $10,000 to $14,999 $15,000 to $19,999 $20,000 to $24,999 $25,000 to $29,999 $30,000 to $34,999 $35,000 to $39,999 $40,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000 to $149,999 $150,000 to $199,999 $200,000 or more Prefer not to say

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Please let us know if you have any other thoughts or feedback on this survey.

Your feedback will help us make future improvements :)

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End Page

The survey is finished. Thank you for your feedback!

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End Page

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End Page

Sorry, we wanted you to select the red button.

The survey is now finished. You may close the window.